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How to Track & Improve Your Email Marketing Campaigns
Now that you’ve mastered building your email marketing database and producing compelling email marketing copy, you need to look at the best ways to track and measure success over time, so you can iterate your email campaigns. Tracking the right email metrics can help you understand which tactics work best for your business and which strategies are not working as well and might need to be re-examined. Below, I’ll reveal the four most important email metrics to measure. I’ll also explain how you can interpret your results to create more inspiring email campaigns and help deliver stronger leads to your sales team.
Important Metrics & How You Can Interpret Them:
1. Open Rate:
The open rate is the percentage of recipients who opened your email. By tracking this over time you can understand how engaged your subscriber base is with your email marketing.
To Increase Your Open Rate:
Your subject line is the most important factor affecting your open rate so if your open rate is particularly low you might want to re-examine your subject line strategy…
2. Click-Through Rate:
The click-through rate is the percentage of subscribers who clicked on a link within your email. Measuring this will give you an idea of how engaged subscribers are with your calls to take further action.
To Increase Your Click-Through Rate:
Create compelling content that inspires your subscribers to take action. For example…
3. Unsubscribe Rate:
The unsubscribe rate is the percentage of recipients who have unsubscribed from your emails…
To Reduce Your Unsubscribe Rate:
This is a good indication of how invested your subscribers are in your content…
4. Conversion Rate:
The percentage of people who clicked through your email and went on to achieve a certain goal (for example, filled out a form). This is the crucial goal, measuring how effective you’ve been at convincing subscribers to take the ultimate action you’ve aimed for.
To Improve Your Conversion Rate:
To improve your conversion rate you will first need to ensure that your subscribers click through to your offer. To do so, you can follow the tips outlined in point two of this article. The second factor that influences your conversion rate is the design and content…
How the Right Metrics Can Help Your Sales Team
Your email metrics can also create a more streamlined sales process. For example…
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About Zara Burke
Zara is the Digital Marketing Institute’s Digital Marketing Executive. She writes about all things digital marketing, including search, social media, email, mobile and Analytics. Her core passions are content creation and small business strategy.
Link: How to Track & Improve Your Email Marketing Campaigns